Screen LibraryAnalyzing children's consumption behavior : ethics, methodologies, and future considerations /
"This book presents a dynamic overview of the best practices for marketing products that target children as consumers and analyzes the most effective promotional strategies being utilized, highlighting both the advantages and challenges of targeting young consumers"--
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| Main Authors: | |
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| Group Author: | |
| Published: |
Business Science Reference (an imprint of IGI Global),
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| Publisher Address: | Hershey, PA : |
| Publication Dates: | [2017] |
| Literature type: | Book |
| Language: | English |
| Series: |
Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
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| Subjects: | |
| Summary: |
"This book presents a dynamic overview of the best practices for marketing products that target children as consumers and analyzes the most effective promotional strategies being utilized, highlighting both the advantages and challenges of targeting young consumers"-- |
| Carrier Form: | xii, 277 pages : illustrations, forms ; 27 cm. |
| Bibliography: | Includes bibliographical references (pages 251-275) and index. |
| ISBN: |
9781522509936 (hardcover) : 1522509933 (hardcover) 9781522509943 (ebook) 1522509941 (ebook) |
| Index Number: | HF5415 |
| CLC: | F713.55 |
| Call Number: | F713.55/H343 |
| Contents: | Preface -- Marketing to children and ethical research -- What if the future never comes? -- Does the future really matter? -- Is brand loyalty present in children's market? -- A better understanding of children's market : fuzzy logic and living brand -- Neural network approach to understanding the children's market -- Product longevity -- Product characteristics for children -- Marketing information process for children -- Case studies -- Conclusion. |